The bright lights appearing from behind the band attracts the audiences attention, whilst

creating a high horizon line and sectioning the advert into the rule of three, the artist, dark
floor and information about the artist and album.

The bright lights could also represent the bands performance image, illuminated by
spotlights on a stage, emphasising the entertainment aspect of their album. The lighting,
however, is also cold and bleak, suggesting that the mood of the album will be emotional/in
minor key.

The lack of light in the image, clearly accentuates the abundance of black and white, with
the band wearing black and white to further emphasise this colour scheme. This choice of
clothing supports the conventions of the modern pop rock genre, however, it challenges the
conventions of the classic pop rock genre, as usually, the lead singer wears oppositional
clothing to the band, in order to help them stand out as an individual. The band is also
wearing a mixture of formal and informal clothing, which could possibly relate to both,
working class and middle class audiences.

The album cover is placed at the bottom of the advert, conventional to the modern pop rock
genre, using the same colours as the advert, however, incorporating a multi-coloured
pixelated image onto the front, connoting fun, within the seriousness of the bands facial
expressions, again, conventional of the modern pop rock genre.

The typography is quite formal, again, adding to the seriousness of the album. The white
typography placed in front of the black background, helps to accentuate the important
information about the album.

A long-shot is used to picture the band, creating a sense of distance, as if they are watching
their audience from a stage. This could also contribute to the loneliness of the album, and
the artists expressions. The lead singer is sitting slightly more forward into the foreground,
which we could suggest, is the work of EMI, their record label, as the lead singer is the
person who forms the bands image, and will be the most remembered (as if theyre a
motif).

Strauss theory of binary opposites could be applied to this advert, in order to show, light vs
dark, happy vs sad and serious vs fun. The seriousness of the album, could relate to The
Reformer audience type, as their demographic might care about the same issues that they
do, further connecting with them on a personal level.

The setting looks as though it is in an abandoned studio, as there are leads/wire trailed
everywhere (supposedly adding to the pop rock vintage image). This setting is conventional
to the modern pop rock genre, but unconventional of the classic pop rock genre.

The band have added their website to the bottom of the advert in small print, which differs
from the other adverts, being an unconventional feature in both modern and classic pop
rock advertising. However, this is intelligent, as their demographic can easily listen to and
buy Coldplays albums, instantly making more profit.
The album title X&Y is short, but could relate to the chromosomes found in egg cells and sex
cells, further linking to the human body. This could be because every human is an individual
entity that it unique, but we are all formed from these chromosomes, linking us in biological
way. This suggests that Coldplay care about all people, races, genders and ages, bringing us
altogether through their music, tackling real-life common issues.

Richard Dyers star theory applies to this advert, as Coldplay has become a household
name, increasing sales in all of the media platforms they are in. Coldplays Chris Martin
conveys beliefs, ideas and opinions outside of his music platform, that helps to create his
star character to his fans, using social media and interviews to emphasise the messages of
his songs.